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Project Completion – Gü


Task:  Creative Agency shortlisting exercise for new Agency of Record

Assignment Timescale: 1 month

Situation
With ambitious growth plans, Gü sought to move from working with agencies on a project-by-project basis to appointing a new Agency of Record to bring a longer-term focus to their positioning and creative work.  The integrated capabilities of the chosen agency would be important but so too would their spirit and chemistry due to the close, agile working relationship they would have with Gü’s marketing team. The Observatory International was appointed to help compile a shortlist of suitable agencies that would be a great fit.

Our Solution
Our conventional shortlisting methodology was adapted to facilitate a fast track, virtual approach in recognition of deadlines and covid-19 restrictions, and we used our deep industry knowledge to shortlist UK independent agencies.

 Outcome
Following a series of chemistry meetings, four agencies were taken to final pitch stage and the account was subsequently awarded to St Luke’s, London in March 2021.

 One of the key stakeholders at Gü, Sarah Heynen, commented:
“The Observatory are an absolute must if you’re looking to appoint a new comms agency. I have worked with [them) on numerous occasions to seek and appoint a new agency for big (and small) brands. Always insightful and with a unique inside track on what’s what and who’s who. Timely, flexible, professional and good value. I would totally recommend their services, as you’ll end up with the right agency for your needs.”

Gü: luxury desserts brand has appointed St Luke's